Hello, Overdriver
Last February, we doubled revenue per recipient in a Klaviyo account without sending more emails.
At the start of the month:
- Open rate: 66.89%
- Click rate: 0.56%
- Revenue per recipient: CA$0.11
Not terrible.
But something was clearly missing.
Instead of sending more campaigns, we focused on fixing what happens after traffic arrives.
Structure.
Segmentation.
Lifecycle timing.
By the end of the month, the numbers looked different.
Open rate: 69.75%
Click rate: 0.65%
Revenue per recipient: CA$0.24
Still early for a celebration.
Definitely a lot of work ahead.
One signal stood out immediately.
Revenue per recipient more than doubled.
Not because we increased email volume.
But because the lifecycle system behind the emails has improved.
In ecommerce, campaigns usually get attention only when revenue slows down.
But the real issue is usually what happens after someone joins the list.
If the lifecycle infrastructure is weak:
Traffic comes in.
Subscribers sit idle.
The team wonders why no one converts.
When the infrastructure is strong:
Traffic compounds.
Subscribers convert.
Retention starts doing its job.
This is why the best ecommerce brands start fixing their retention systems long before peak seasons like BFCM.
Because when traffic scales, the system needs to be ready.
Curious to hear from you.
When you review email performance, what do you usually look at first?
Revenue?
Open rates?
Or something else?
Better days ahead,
Tatay Fred
PS. Also posted this on LinkedIn.